OpenTable has launched a new service called OpenTable Media, which allows brands to create paid ads and partnerships on its platform. This makes OpenTable a helpful media partner for brands looking to reach customers in different ways.
With OpenTable Media, brands can create personalized advertising campaigns management that connect with diners at various points, from discovering a restaurant to making a reservation. This helps brands reach new customers and learn more about their behavior. Campaigns can be customized to fit different goals, such as raising brand awareness or promoting new products. By using data from OpenTable’s platform, brands can target the right audience more accurately.
For diners, these campaigns offer personalized information about events and experiences that match their interests. Many of the campaigns tested in the pilot programs, such as special events, sold out quickly.
OpenTable Media provides several advertising options, including on-site ads, email marketing, and custom brand partnerships with unique experiences. Companies like Diageo, Ghirardelli, and Cobra Beer were part of the pilot programs.
Executive Statement
According to Robin Chiang, Chief Growth Officer at OpenTable, they built OpenTable Media based on feedback from leading brands: how to genuinely connect with people who are already thinking about dining out. From their initial pilot, they have already seen great success for their brand partners and added value for both diners and restaurants. As they continue to onboard new partners leveraging their reach, they see this as a strong, sustainable growth area for OpenTable.